MediaBuyerPlanner: As the 10th anniversary of the Femail Creations catalog approaches, founder Lisa Hammond is launching a home-party business.

Barefoot Parties, launched in Sept., sells loungewear, accessories and gifts for women through sponsored parties, writes Multichannel Merchant. There are no actual overlaps between Femail Creations - which sells apparel, home accessories and gifts "to celebrate and inspire women" - and the new venture. Product designed for Barefoot Parties are unique to the brand, according to the article.

Hammond is backing the launch with radio and print promos, events and trade shows and a website.

Last month, Lillian Vernon Corp. shuttered Celebrations, a similar, consultant-themed, party based business, due mainly to channel conflict.